Once you understand the formula for all successful press releases you will start to see the results you want.

Let’s take a look at the anatomy of the perfect press release and how you can go about creating one yourself.

But first, the essential foundation.

What is a press release?

If you’re going to learn how to write a press release for your business, launch or event you need to understand the real purpose of this document – it’s to communicate that you have a news story to share.

If you have a genuine news story you have a good chance of getting the media coverage you seek, and if you don’t, you won’t.

These are the most important 400 words you are going to write for your business.

We’ve changed how press releases are written

Let’s address the elephant in the room.

The press release is NOT dead.

Sure, spammy, story-less, advertorial press releases are dreadful – they always were and they always will be. But to think that the press release is dead because of misuse is to make a terrible error.

Please, don’t make your press release look like this …

Instead, the press release has changed – and that’s a good thing.

Understaffed newsrooms and time poor journalists need ready-made stories. There was a time when a reporter may have trawled through your press release to find a news hook – that time has passed – you need to give it to them on a plate.

And that’s why a quality press release will be of as much interest to a journalist as it will to a high profile blogger or podcaster. All of these are content publishers and they all want stories.

Even if you want to know how to write a press release for an event – it must also contain a news story. There are some great PR examples here.

Press release template

A press release has a very formulaic structure. It consists of 11 sections, and to miss even one of them is to relegate your press release to the piles of ignored stories.

Following a proven system, which in this case is based on 20 years of working in the media and pitching stories, removes all the guesswork. This enables you to get quick results.

A press release template brings consistency to the process. If you are finding that your first few press releases aren’t attracting the attention of journalists it’s much easier to tweak the variables (headline, intro par, quotes etc).

Trust the template, its 11 proven sections will set you apart and let your story be heard.

Let’s get into it and start at the very top.

To help you out we’re going to look at a real-life press release. This is from gluten-free blogger Vicki Montague, aka The Free From Fairy.

Vicki wanted to let the media know she was launching the world’s first wholegrain gluten-free flour.

Section 1: Send date and company logo

This might sound obvious but make sure you date your press release. The date you are sending it is the date to use.

That way the journalist knows this is a new story and something worth considering. You don’t want to read old news, and neither does a journalist.

When sending a press release out far in advance, make sure you use the word EMBARGOED followed by the date.

That way the journalist knows that this story should not be published until that date in time.

Also, include your company logo in the top right-hand corner.

Section 2: How to write a press release headline

Your headline needs to include your news hook and grab the journalist’s attention – why should they care?

Most journalists get more than 200 email pitches a day and they are looking for specific information – if you don’t stand out you’re done for.

Keep the headline to under 10 words – this discipline will force you to focus on your news angle. Make sure within those 10 words you have the main four or five points of the story – remember, think about what is new.

Your headline will also be your email subject line so you MUST get this right. Why go to the trouble of creating a brilliant press release if your email isn’t even opened? Every step of this press release requires your skill and focus. Don’t rush it.

Remember journalists are incredibly short on time. If your story isn’t immediately obvious, they will hit delete.

Section 4: Paragraphs two and three

Here you need to really develop the story by introducing key factual pieces of information and provide the journalist with the colour to create the story.

Remember, your job is to make their job easier. Do this and you will get all the media coverage you want.

Don’t leave factual gaps or leave out important elements a journalist would require for the story.

All paragraphs of your press release need to:

Have a natural flow so each paragraph logically follows into the next

Avoid repetition between paragraphs

Avoid echoes throughout your press release

Quickly, but with detail, deliver a compelling story

Section 5: The quotes

Now it’s time to introduce your spokesperson to the press release. This is the person you want to front your business. Choose carefully as they may be asked for further interviews if your story gets published.

The spokesperson will usually be one of the founders or one of the senior team of the business.

Remember journalists are writers, this is their craft. If you show a lack of respect for their artform they will have disdain for you.

If you didn’t go to school use spell check or an app like Grammarly. In 2018 there are no excuses for spelling things incorrectly.

Keep your press release to two pages at absolute maximum – if possible get the body of the release on one page and include notes to editors and contact details on page two.

You’re shooting for 400 words in total. A journalist does not want an academic essay. They want a tightly worded, crisp, and concise news story.

Do not turn your press release into a pdf. Ever. Stick to a word document and attach it directly to your email. Also, copy and paste the text into your email – some journalists won’t even open an attachment.

And NEVER, EVER embed photographs into a press release.

Send high-resolution images (greater than 1mb) and attach them directly to your email. Include photos of your spokesperson, your product or a suitable news image.

It’s time to write a press release

Now you are truly ready to create a newsworthy press release for your business – one that will deliver the media coverage you deserve.

Remember to always follow these essential steps:

8 FAST TIPS ON PRESS RELEASE FORMAT, CREATION, PITCHING, AND SHARING

Download our press release template and worksheet and follow the system

Find a strong news angle for your press release

Think which of the three main news story types you have? Is this business news, human interest news or events-based news?

Put 90% of your creative energy into your headline and intro paragraph – this should be your story in its entirety. Take the time to get this right.

Be laser-like in your targeting of journalists – only go to those you KNOW will love your story

Make your email pitch direct and to the point

Chase – but not TOO much

Sit back and watch the media coverage come in then share it like crazy!

Taking the time to learn how to write a press release may seem like a lot of work but getting it right can have a huge and long-lasting impact on your business.